Zagreb Advent Festival Boosts Croatia's Year-Round Tourism Strategy
Zagreb Advent is a prominent multi-venue Christmas market spread across central Zagreb, serving as a key element in Croatia's strategy to become a year-round tourism destination. Established in 2014, the market features themed locations offering music stages, craft stalls, Croatian food, art installations, and an ice rink.
The event has grown significantly since its inception, attracting an increasing number of visitors each year. In 2014, 100,198 people stayed at least one night in December, which rose to 245,352 by 2024, contributing around €100 million to the Croatian economy. Despite its growth, Zagreb Advent remains smaller than bigger European markets such as Cologne, Vienna, and Strasbourg but continues to expand its reach.
To draw visitors from across Europe, the campaign includes cross-border promotions like posters in the London Underground, advertisements on Milan buses, and special trains arriving from Slovenia and Hungary. By 2025, Zagreb Advent will mark its 11th year, attracting visitors from countries including Italy, Spain, Bosnia, Slovenia, and the UK.
Tourism Minister Tonci Glavina highlights Croatia's transition toward sustainable, year-round tourism development, focusing on diversifying regions beyond the coastal areas. While arrivals in July and August 2025 show a slight decrease compared to 2024, June and September arrivals are up by approximately 5%, and visitor numbers during the first week of December have increased by about 10%.
